As the news hits that -- yet again -- Apple retail stores produce far more sales per square foot than any other retailer, including Tiffany's, the piece I most often see missing is the most important: Apple's retail sales success is a side effect , not the goal. When Apple fired the recently-hired John Browett as senior vice president of retail sales, CEO Tim Cook proved he's willing to do what it takes to make sure that everyone knows exactly what's most important at Apple -- and it's not profitability.